Currently in beta format, the new-style TripAdvisor will look to expand its community beyond travellers leaving reviews to include publishers, such as National Geographic, as well as brands and social media influencers. Travellers will be able to follow and connect with individuals or content creators who share information that is relevant to their interests and travel plans. […] Powered by what is claimed to be the world’s first “travel feed”, members will be able to discover more information when planning trips. As well as National Geographic, other publishers taking part in the scheme include Condé Nast Traveler, the Travel Channel, Business Insider and Insider Guides, PopSugar, Great Big Story (CNN Travel), Pandora Music, GoPro, Goop, NYC & Company (via its consumer-facing tourism website, nycgo.com), Nashville Music City, and The Knot.Rebecca Smithers (The Guardian)